Mapping unobserved coopetitions between shopping malls using mobile geolocation data

Abstract

This study challenges the conventional retail catchment analysis, which typically asserts that proximity is the primary driver of shopping mall patronage. Using mobile geolocation data, we explore the catchment areas for patrons of two major Auckland malls, influenced by both cooperation and competition (known as coopetition) amongst mall and tenants, alongside the actual consumer preferences. By mapping the home-like locations of these mall patrons and the dynamics of their catchment areas across different day and time ranges, we uncover distinctive visiting patterns. The suburb mall draws significant traffic during off-peak hours, especially on weekends, likely due to its family-oriented leisure amenities, whilst the central business district (CBD) mall sees higher footfall on weekdays, likely driven by its proximity to workplaces. This research is a paradigm shift in understanding the actual patronised retail catchment, offering actionable insights for urban planners and retail managers to refine strategic positioning in urban retail settings.

Keywords

• Retail catchment analysis
• mobile geolocation data
• consumer behaviour
• urban planning
• shopping mall positioning
• R32